What’s your true pulling power?
For the Don Juan’s of this world, it’s their magnetism with the ladies. For advertisers, it’s the ability of a medium to draw an audience, or an advertisement to evoke a response.
For online marketers like you and me, you can entice prospects to click on YOUR company’s search engine listing.
Probably the most crucial part of your Google listing is the title – this is the first and sometimes only sentence your user will read before they skim down the page in search of bigger and better things. Unfortunately, title tags are usually written by web designers, who aren’t always aware of the real power of Google snippets, not to mention the English language.
To better illustrate my point, let’s take a look at some sample search results.
In a search for “affordable computer training” in one of the major engines, here’s a selection of titles from the top 10 results:
- No. 1: NOW Save Over $8,000 on MCSE, MCDBA, MCSA, MOS/XP
- No. 2: COMPUTER TRAINING COURSEWARE
- No. 3: Untitled
Are you tempted to click on any of these 3 top results? I didn’t think so. Why? The first is crammed with scary technical abbreviations. The second is merely a listing of capitalized keywords – not only is it difficult to read, it does nothing to entice the user. The third is even worse because Google has listed it as “untitled.” Untitled means just that – there is NO title tag for that company’s webpage, period!
Instead, let’s assume that the next 3 titles on the page were:
- No. 4: Does your computer training program offer everything you need?
- No. 5: Put an end to high-cost computer training courses today!
- No. 6: Computer Training: We guarantee fast results within 60 days or your money back
Would you skip over the first 3 listed titles to click on one of these slightly more compelling titles? You bet. Think of the title in your search engine listing as a news headline or 3 second TV grab – it’s the make-or-break piece of information which can cause your target audience to change channels, tune out, or in our case, click straight through to your competitor’s website.
Moral of the story?
A well-written and useful title tag can compensate for a lower search engine ranking. Conversely, being number 1 is excellent if you can get it, but if your title isn’t descriptive and enticing at the same time, it’s pretty useless.
6 Tips for Title Tags with Pulling Power
- Make use of the power of questions: when you ask a question, you are effectively forcing the user to stop and mentally answer that question, which primarily increases your chances at a visit to YOUR site.
- Use words in your title tags that will lure the user to your site instead of your competitor’s. Examples: award-winning, breakthrough, guaranteed, how-to & revealing.
- Always “process” title tags as if they are real-life advertisements for your website. Keep them short, easy to read and straight to the point.
- Use your most important keyword or key phrase at the very beginning of your title tag, but use it in a way that will pull in the targeted traffic you need.
- Write your title tag in a way that makes your user believe that your website will genuinely solve a specific problem they are having.
- Create a feeling of urgency. Think of your title tag as a call to action: you want them to click on the link so they will get to your site.
Invest more time on your title tags, and it will reward you in a substantial increase in quality traffic to your site, not to mention a corresponding rise in return on investment for your search engine marketing efforts.
For more practical search engine marketing advice, contact Marqui Management today.